How to Create an Idea If You Are Not Ogilvy : The Secret Weapons of Advertising / Alexey Ivanov

Format:

Book

Author/Creator:

Ivanov, Alexey, Author.

Language:

English

Subjects (All):

Werbung.

Marketing.

Kreativität.

Advertising.

creativity.

Vertrieb.

Local Subjects:

Werbung.

Marketing.

Kreativität.

Advertising.

creativity.

Vertrieb.

Physical Description:

1 online resource (173 pages)

Edition:

1st ed.

Place of Publication:

Hannover ibidem 2019

Biography/History:

Alexey Ivanov, PhD, has worked at BBDO, Publicis United Campaigns, Y&R. He is the director of MasterUm (mastermind.ru), a creative agency with experience in face-to-face sales. Ivanov, who is included in the rating of experts of the Russian Federation (wikiexpert.su) and a member of the Moscow Union of Journalists, co-owns 11 patents and is the author of 16 books on advertising and marketing.

Summary:

Why are recommendations like "Think outside the box!", "Go around", "Think Different!" the real killers of creative thought? What are the eight proven tools which lead to a winning idea, even for one who does not consider himself a creative person? What is the ideal product and how does it help to sell the real product? What is a powerful approach ad people can borrow from physicists and children? Why is the trial-and-error method a sure way to waste intellectual resources? How do you force competitors to advertise your services? What is functional blindness and how does it reduce human creativity? How can you compel a banker to pay you 10 times more for your job? Why does a true ad man constantly feel like a loser? How does a poetry reading improve response on copywriting? Which useful insights can an advertiser learn from a taxi driver? How has symmetry prevented seeing the obvious solution during seven decades? Which tool is the favorite among advertising men of all countries, times, and nationalities? Alexey Ivanov, one of the best 'advertising men' and copywriters in Russia, gives convincing answers and provides fresh new insights.

"If you are in advertising—read this book. If you want to make it your career—read this book. Finally, if you are just interested in advertising—read this book."—Igor Kirikchi, CEO of BBDO Moscow

"Alexey Ivanov simply explains complex things in advertising. The abundance of examples and an easy language make bestsellers out of his books."—Forbes Russia

Contents:

Intro

Content

How this book was born

The patient idea-hunters

Chapter 1. The tool borrowed from physics

Chapter 2. Divide et impera

Chapter 3. Chasing after defeats

Chapter 4. Let it storm

Chapter 5. The Queen of the advertising kingdom

Chapter 6. Violate the symmetry on purpose

Chapter 7. Hidden reserves of the adman

Chapter 8. The favorite tool of the art director

Where do ideas really hide?

Secret gift to the reader

About the author

Endorsements.

ISBN:

9783838272337

3838272331

Publisher Number:

9783838272337